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Servitization in Manufacturing Firms:

Exploring Possible Relations Between the Product -Service

Systems Offered by Highly Servitized Manufacturing Firms

and the Market Environments in which they Operate

Authors

Edvin Magneteg Max Parkosidis Supervisors

Ola Alexanderson - Faculty of Engineering, Lund University Stefan Calling - ASSA ABLOY Entrance Systems

Submitted June 2019

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Acknowledgements

This master’s thesis was conducted during the spring semester of 2019 and marks the end of the five-year long Industrial Engineering & Management program at the Faculty of Engineering at Lund University. The study was conducted in cooperation with ASSA ABLOY Entrance Systems (henceforth referred to as AAES).

This project has provided an opportunity for us to apply knowledge from various parts of our education in practice and has given us valuable insight into several different manufacturing industries - especially that of the entrance solution industry. Furthermore, this study has widened our understanding of services and their value in industrial applications as a possibility for business development.

We would first and foremost like to thank our university supervisor Ola Alexanderson, for providing us with valuable guidance throughout the entire duration of the study. Without your support, ideas and comments, and without your constant challenging of our aspirations, the quality of this study would not have been as high as it is.

We would also like to express our gratitude towards AAES for providing us with the opportunity to conduct our thesis in collaboration with them, and for providing a very interesting direction for the study. This gratitude is especially directed towards our supervisor Stefan Calling, as well as Roger Dreyer - for all their support in providing us with contacts and steering us in the right direction. Last, but not least, we would also like to thank all the people at AAES Sweden and the Netherlands who took the time to share their knowledge with us - either through interviews or informal conversations that gave us an idea of where to go next.

Thank you.

_____________________ _____________________

Edvin Magneteg Max Parkosidis

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Abstract

Title

Servitization in Manufacturing Firms: Exploring Possible Relations Between the Product-Service Systems Offered by Highly Servitized Manufacturing Firms and the Market Environments in which they Operate

Authors

Edvin Magneteg Max Parkosidis

Supervisors

Ola Alexanderson, Faculty of Engineering (LTH), Lund University Stefan Calling, ASSA ABLOY Entrance Systems

Background

In recent years, an increasing number of manufacturing firms have started looking towards servitization as a way of developing their business - offering different forms of product-service systems rather than only selling products. There are numerous ways in which manufacturing firms can choose to offer services, and the extent to which different firms have chosen to servitize also varies, with some firms having taken significant steps towards becoming pure service providers. There could be many reasons why firms servitize to different degrees, with some becoming highly servitized - one such factor being potential characteristics of their market environments. As such, it becomes relevant to study and explore possible relations between the market environments of highly servitized manufacturing firms and the product-service systems they offer, in order to create a greater understanding of the rationale that drives servitization. If such relations exist, they could potentially also be used to assess the servitization possibilities of manufacturing firms in general.

Purpose

The purpose of this study is to explore possible relations between the market environments of highly servitized manufacturing firms and the product-service systems they offer and, if possible, demonstrate how the insights gained can be used to assess the servitization possibilities of manufacturing firms.

Methodology

In order to initiate the exploration of the study’s topic, a literature review was first conducted, resulting in the establishment of a theoretical framework to be used when studying the desired topic, as well as the identification of ten successfully servitized manufacturing firms. Five of these firms were deemed highly servitized in the context of this study, and their product-service systems and market environments were subsequently studied further through case studies based on secondary research. Using the aggregated insights from these case studies

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along with information gathered from interviews, observations and secondary research, the servitization possibilities of the Pedestrian Door Solutions segment of ASSA ABLOY Entrance Systems were finally assessed.

Conclusions

A total of 15 different service types that can be considered by manufacturing firms seeking to servitize their businesses were identified. Regarding highly servitized manufacturing firms, it was concluded that they operate in mature industries characterized by high competition, that they have customers with a strong need for reliable, convenient and efficiency-increasing solutions, that they offer a product that enables a high degree of servitization by being complex, durable, connected and mobile, and that they are affected by macro environmental trends that affect customer needs, the competitive climate and product potential. Finally, it was concluded that there appears to exist unexploited servitization possibilities at AAES PDS, with some requiring development of the firm’s products before they can be offered.

Keywords

Servitization, Services, Product-Service Systems, Product-Service Continuum, Highly Servitized, Servitization Possibilities, Manufacturing Firm, Market Environment, Internet of Things

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Table of Contents

1. Introduction ... 1 1.1 Background ... 1 1.1.1 Servitization……….……….1 1.1.2 Digitalization……….………3 1.2 Problem Formulation ... 4 1.3 Purpose ... 4 1.4 Research Questions ... 5 1.5 Delimitations ... 5 1.6 Disposition of Report ... 5 2. Methodology ... 7 2.1 Work Process ... 7

2.1.1 Scoping & Planning……….………... 7

2.1.2 Research……….………...10

2.1.3 Data Collection……….………. 11

2.1.4 Analysis……….………. 14

2.1.5 Discussion & Conclusions……….……….. 14

2.2 Summary of Work Process ... 15

2.3 Credibility ... 16

2.3.1 Reliability……….………...16

2.3.2 Validity……….………... 16

2.3.3 Representativeness……….……….16

3. Theory ... 19

3.1 Choice of Theoretical Models ... 19

3.2 The Five Options of Servitization ... 22

3.2.1 General Model……….………. 23

3.2.2 Application of the Model……….. 24

3.3 External Market Analysis ... 25

3.3.1 General Model……….………. 25

3.3.2 Application of the Model……….………. 25

3.4 Value Proposition Canvas ... 26

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3.4.2 Application of the Model……….………. 28

3.5 Porter’s Five Forces ... 28

3.5.1 General Model……….………. 28

3.5.2 Application of the Model……….………. 30

3.6 PESTEL... 31

3.6.1 General Model……….………. 31

3.6.2 Application of the Model……….………. 32

3.7 Conceptual Framework for Investigation ... 33

4. Empirics and Analysis ... 35

4.1 Empirics: Service Possibilities in Manufacturing Firms... 35

4.1.1 ABB……….……… 35 4.1.2 Alstom……….……… 36 4.1.3 Caterpillar……….………..37 4.1.4 Dürr……….……… 37 4.1.5 Hilti……….………. 38 4.1.6 MAN……….……….. 39 4.1.7 Mettler Toledo……….……….. 39 4.1.8 Nederman……….………. 40 4.1.9 Rolls-Royce……….……….. 41 4.1.10 Xerox……….………... 42 4.2 Analysis ... 43

4.2.1 Identification of Service Types……… 43

4.2.2 Identification of Highly Servitized Manufacturing Firms………. 48

4.3 Empirics: The Product-Service Systems and Market Environments of Highly Servitized Manufacturing Firms ... 49

4.3.1 Case Study: Alstom……….………. 49

4.3.2 Case Study: Xerox……….……….. 53

4.3.3 Case Study: Rolls-Royce……….………56

4.3.4 Case Study: Hilti……….……….. 60

4.3.5 Case Study: MAN……….……… 64

4.4 Analysis ... 68

4.4.1 Product-related Insights……….………..68

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4.4.3 Customer-related Insights……….……….. 73

4.4.4 Macro Environment-related Insights……….. 77

4.4.5 Aggregation of Insights about Highly Servitized Manufacturing Firms……….78

4.4.6 Generalizability and Application of Insights……….. 80

5. Case Study: ASSA ABLOY ... 83

5.1 The Company and its Core Products ... 83

5.2 Service Offerings ... 84

5.3 Market Environment ... 89

5.3.1 Customers.……….………89

5.3.2 Competition……….……….. 91

5.3.3 Macro Environment……….………. 92

5.4 Analysis: Servitization Possibilities of AAES PDS ... 93

6. Discussion ... 97 6.1 Contribution ... 97 6.2 Credibility ... 98 7. Conclusions ... 101 7.1 Findings ... 101 7.2 Fulfillment of Purpose ... 107 7.3 Future Research ... 108 8. References... 109 Appendices ... 121

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List of Definitions

Service

In its purest form, a service is a transaction where value is created for a customer through an intangible, perishable and variable offering without any physical goods being transferred. Product-Service System

An integrated product and service offering that delivers value in use (Neely, 2008). Servitization

The innovation of an organization’s capabilities and processes so that it can better create mutual value - for itself and its customers - through a shift from selling products to selling product-service systems (Neely, 2008).

Servitization Option

Referring to one of the five categories of product-service systems as defined by Neely (2008), i.e. integration-oriented, product-oriented, service-oriented, use-oriented and result-oriented product-service systems.

Service Offering

A specific service included as a part of a product-service system.

Service Type

A defined grouping of service offerings based on similar characteristics in the actual provision of service - included in one of the five options of servitization.

Product-Service Continuum

A construct used to describe PSSs by classifying them on a scale ranging from pure products to pure services.

Successfully Servitized Manufacturing Firm

A manufacturing firm that has managed to expand their offering to include product-service systems, rather than only products.

Highly Servitized Manufacturing Firm

A manufacturing firm that has actively progressed far towards the service side of the product-service continuum by offering PSSs where the product-service, rather than the product, is at the center of delivering value to customers.

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The trend of connecting physical objects to the Internet, allowing them to communicate with one another, e.g. in order to collect data generated by the objects or to allow remote control of them.

Digitalization

The trend of analogue data and information being converted into its digital counterpart, as well as the creation and development of new digital products, services, processes and business models enabled by new technological developments.

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List of Abbreviations

AAES - ASSA ABLOY Entrance Systems

PDS - Pedestrian Door Solutions

PSS - Product-Service System

VPC - Value Proposition Canvas

IoT - Internet of Things

AI - Artificial Intelligence

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List of Figures

Figure 1: The Product-Service Continuum

Figure 2: Flowchart of work process

Figure 3: Flowchart of work process, including description of outputs, methods and activities

Figure 4: Nomenclature for the five options of servitization

Figure 5: Overarching framework for external market analysis

Figure 6: Complete framework for external market analysis

Figure 7: The five options of servitization in relation to the product-service continuum

Figure 8: The Value Proposition Canvas

Figure 9: Porter’s Five Forces Figure 10: The PESTEL framework

Figure 11: Conceptual framework for investigation

Figure 12: Illustration of what it means to be highly servitized

Figure 13: Illustration of the effect of a competitive climate on servitization

Figure 14: Illustration of the indirect influence of macro environmental trends on servitization

Figure 15: Outline of the approach that should be employed when assessing servitization possibilities of manufacturing firms

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List of Tables

Table 1: List of interview subjects at AAES PDS in Sweden and the Netherlands

Table 2: List of service technicians observed in Sweden and Denmark

Table 3: Service types offered by the ten successfully servitized manufacturing firms studied

Table 4: The options of servitization within which the ten successfully servitized manufacturing firms studied offer PSSs

Table 5: The relation between how different product properties enable or prevent the offering of each respective service type

Table 6: The relation between how different customer needs support the offering of each respective service type

Table 7: The relation between how different key product properties enable, and different customer needs support, the offering of each respective service type.

Table 8: Summary of service types offered by AAES PDS, and the service types not offered

Table 9: Summary of evaluation of servitization possibilities for AAES PDS

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1. Introduction

In this chapter, the general topic of the study is described as an introduction to the report. Background information regarding key topics surrounding the study is presented along with a description of the problem, the purpose of the study, research questions to be answered and the chosen delimitations. At the end of the chapter, an outline of the study is presented along with a brief description of the different chapters.

1.1 Background

1.1.1 Servitization

The term ‘servitization’ was first used by Wandermerve and Rada (1988) to describe the general transition of manufacturing firms from only selling products to instead offer more complete bundles of offerings that also include services. They described such bundles as customer focused and value-adding for the core product. As such, servitization in manufacturing companies is not necessarily the abandonment of their core products, but rather a way of evolving an offering by expanding and focusing on the entire product lifecycle. In doing so, benefits can be identified for both sides of the transaction. To exemplify: from a supplier perspective, servitization can lead to higher sales revenue and higher margins, while also acting as a potential differentiator between competitors in industries where the products themselves have matured and no longer see significant changes. Meanwhile, from a customer perspective, the increased servitization in manufacturing firms can lead to more stable and predictable costs (Slack, 2005; Baroth et al. 2001).

Building on the above, Neely (2008) specifically defines servitization as “the innovation of an organization’s capabilities and processes so that it can better create mutual value through a shift from selling products to selling product-service systems”. Reviewing the different definitions of servitization found in literature, the one given by Neely (2008) appears to be the most widely used. As such, this definition together with the PSS concept will be used as a frame of reference for this study when discussing servitization of manufacturing firms.

In order to fully understand the meaning of servitization in the context of manufacturing firms, the product-service continuum shown in figure 1, as conceptualized by e.g. Clayton (2012), serves as a useful construct to highlight the subtleties of and distinctions between different product-service systems that such a firm may come to offer.

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Figure 1. The product-service continuum (adapted from Clayton (2012)), showing the full

spectrum of possibilities to deliver value to customers when offering product-service systems. A leftward movement along the spectrum constitutes productization - i.e. moving away from services offered in order to develop a more concrete product offering - and a rightward movement constitutes servitization - i.e. moving away from only offering products to formulating service offerings as extensions to the products to different degrees.

This conceptual continuum shows the full spectrum of possibilities to deliver value to customers when offering product-service systems, ranging from purely offering products without any related services, to purely offering service without the transfer of any physical goods between seller and buyer. In order to better understand the interplay between the core product, services offered and how value is consequently delivered to the customer in different product-service systems, an example can be made using an elevator manufacturer. At the far left of the spectrum, the manufacturer would sell only the physical elevators to customers and then let go of all responsibilities and opportunities relating to the product after that. At the far right of the spectrum, the elevator manufacturer would still offer customers elevators, but they would not require that customers actually purchase or own the elevators. Instead, a modified payment scheme is constructed, where customers pay for the result that the product achieves while also receiving complete service coverage - i.e. customers could pay for the number of successful journeys up and/or down with the elevator, while the product owner (the manufacturer) cares for the product throughout its useful life. Between the two extremes are all the other possibilities where a combination of a product and services are offered. An example that would end up in the middle of the spectrum would be selling physical elevators which are then maintained in order to prolong their lifespan. Furthermore, firms could servitize to different degrees and thereby offer product-service systems at different points along the product-service continuum. In the context of this study, a manufacturing firm is considered highly servitized if they have actively progressed far towards the service side of the product-service continuum relative to manufacturing firms in general.

The servitization of manufacturing firms has become a more common occurrence in recent decades. As the increasingly globalized economy over time has led to heavy competition on the basis of cost in many industries, combined with market saturation and a general flattening of equipment sales, a situation has developed where manufacturing companies resort to abandoning dogmatic development of products to instead develop the scope of their offering in order to seek new growth possibilities (Neely, 2007).

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Indeed, there are several such examples of firms that have previously only offered PSSs located far towards the product side of the product-service continuum, that have reinvented themselves by successfully servitizing - capturing value either by moving downstream and offering supplementary services, or completely transforming their offerings to better suit a global economy where transference of ownership of tangible assets is a less axiomatic type of transaction than before. Some of these firms will be listed and studied later in the report.

1.1.2 Digitalization

Over the past decades, new technologies have steadily been brought to market, allowing for the transfer of increasingly complex analog data into its digital counterpart, and as such given rise to a more digitalized society. The term digitalization is usually used in a wide context, referring both to the actual transfer of analog data into its digital counterpart, but also to the creation and development of digital products, services, processes and business models (Sendler, 2016).

As part of the greater societal trend of digitalization, Industry 4.0 (sometimes referred to as

the fourth industrial revolution) has emerged as a term referring specifically to digitalization in

the context of industry and manufacturing. Much of Industry 4.0 revolves around the generation, collection, storage and analysis of data through the utilization of tools and techniques included within fields such as IoT, AI, the cloud and big data. IoT refers to the notion of connecting products and devices to the Internet through the implementation of sensors and other devices that are able to collect and transfer data. Connected to this, the cloud and big data relate to the virtual storage and handling of large amounts of data. AI, on the other hand, refers to the creation and usage of intelligent systems that are able to make decisions through the study of patterns in data (Sendler, 2016).

Whereas the first three industrial revolutions revolved around enabling manufacturing in more efficient ways, the fourth industrial revolution is seen as more customer-centric with enterprises not only using the possibilities of digitalization in order to achieve more efficient manufacturing, but also as a way of creating new customer value and catering to the increasing demands of different customers and customer segments in terms of both efficiency and customizability. This is both done by innovating actual products and by utilizing the opportunities of digitalization to create new services (Sendler, 2016).

Digitalization does create new business opportunities, but it may also pose challenges for firms that are forced to transform their businesses and business models through the integration of new technologies and software in order to stay competitive. While classic examples exist of firms such as Xerox and Rolls-Royce that have embraced the possibilities of digitalization and managed to do so successfully, examples of companies such as Kodak and Nokia also exist where companies have rejected the opportunities of digitalization and consequently become obsolete.

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1.2 Problem Formulation

Servitization in manufacturing firms is a trend that can be seen all over the world. As equipment sales in mature industries have started flattening and profit margins are shrinking due to increased globalization, more and more manufacturing firms have started looking towards services as a way of increasing high-margin revenue. However, the extent of servitization and the product-service systems offered appear to vary between different companies, indicating that the driving mechanism of servitization is not uniform throughout or across industries. There are numerous studies dealing with the servitization trend in general, studies providing guidance regarding what considerations need to be made when designing specific service offerings and attempting to assess the financial impact thereof, as well as case studies of specific manufacturing firms in different industries that have undergone servitization - outlining how they went about it and how they have consequently benefited from it. There are also a few studies that attempt to map servitization possibilities in manufacturing firms, but all of these studies result in categorizations that were deemed too broad to evaluate unambiguously, i.e. without implicitly evaluating multiple significantly different service offerings simultaneously. However, there is little or no research conducted on the bridging of servitization theory and consideration of market factors in explaining the rationale behind how firms decide to servitize, or about how they should servitize - both of which provide interesting gaps to explore further.

This study will make an attempt at filling this knowledge gap through an exploration of what possibilities exist in terms of offering services, an identification of highly servitized manufacturing firms, and an exploration of the market environment of these firms - conducted with the goal of assessing whether or not there appears to be characteristics of these market environments that motivate offering certain types of services - i.e. servitizing in certain ways. The insights gained will then be used to assess the possibilities of servitization in manufacturing firms.

1.3 Purpose

The purpose of this study is to explore possible relations between the market environments of highly servitized manufacturing firms and the product-service systems they offer and, if possible, demonstrate how the insights gained can be used to assess the servitization possibilities of manufacturing firms.

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1.4 Research Questions

1. What possibilities of offering services as part of product-service systems exist for manufacturing firms?

2. What characterizes the market environments and product-service systems of highly servitized manufacturing firms?

3. Are there any relations between the market environments of highly servitized manufacturing firms and the product-service systems they offer?

4. Based on the answers to 1-3, what can be inferred about the servitization possibilities of manufacturing firms?

1.5 Delimitations

• The study will not consider how internal company factors such as resources, capabilities or organizational structures can or should influence the feasibility of servitizing in a certain manner.

• The study will not include an analysis of how offering certain services may subsequently affect the sales of equipment or other types of services.

• The study will be focused around current market structures and will not consider how emerging markets or potential new market segments may impact the offering of different services.

• The study will focus on services that currently exist, rather than speculating about futuristic services that could be offered in the future but are not currently offered by any manufacturing firm.

• The study will focus on services that are offered centrally by manufacturing firms and will not include an analysis of how these services may be adapted to different markets.

1.6 Disposition of Report

Chapter 1 - In this chapter, the general topic of the study is described as an introduction to

the report. Background information regarding key topics surrounding the study is presented along with a description of the problem, the purpose of the study, research questions to be answered and the chosen delimitations. At the end of the chapter, an outline of the study is presented along with a brief description of the different chapters.

Chapter 2 - In this chapter, the methodology and the specific methods used in this study are

covered. The section contains a walkthrough of the work process as well as motivations for the methodological decisions made. The section is concluded with a discussion about the prospects of conducting a credible study, given the methodology it is based on.

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Chapter 3 - In this chapter the frame of reference used when conducting research for the

study is outlined. It consists of four main parts: a discussion about the choice of theory used in the study, theory about servitization options, a framework for the analysis of a company’s market environment, as well as an overarching conceptual framework for investigation, based on the used theory.

Chapter 4 - In this chapter, data collected empirically throughout the study and two analyses

are presented. The chapter is divided into four parts where the first one is aimed at describing the services offered by ten successfully servitized manufacturing firms and the second part contains an analysis aimed at clustering the identified service offerings into distinct groups of service types as well as identifying highly servitized manufacturing firms. In the third part, case studies about the product-service systems and market environments of the five identified highly servitized manufacturing firms are presented. Finally, the fourth part contains an analysis where possible relations between the market environments of highly servitized manufacturing firms and the product-service systems they offer are discussed, as well as an explanation about how insights from this analysis can be used to assess the servitization possibilities of manufacturing firms.

Chapter 5 - In this chapter, a case study about AAES PDS is conducted with the purpose of

applying the insights gained from the previous analyses on a specific manufacturing firm. This is followed by a discussion of the servitization possibilities of AAES PDS.

Chapter 6 - In this chapter the contribution of the study is discussed, after which the collected

data and the analyses thereof are critically evaluated in a comprehensive discussion about the study’s credibility.

Chapter 7 - In this chapter, the findings of the conducted study are presented by answering

the research questions posed, after which a review of the fulfillment of the study’s overall purpose is made. Finally, future research possibilities are described.

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2. Methodology

In this chapter, the methodology and the specific methods used in this study are covered. The section contains a walkthrough of the work process as well as motivations for the methodological decisions made. The section is concluded with a discussion about the prospects of conducting a credible study, given the methodology it is based on.

2.1 Work Process

At the start of the study, it was decided that the work process would be divided into five separate phases - Scoping & Planning, Research, Data Collection, Analysis and Discussion

& Conclusions - as seen in figure 2. This design was a result of the authors’ experience

regarding what stages were needed for the study, as well as the order in which these stages should be conducted. In general, the majority of each phase was completed prior to moving on to the next phase, but a certain amount of iteration was required, e.g. in order to conduct some further research on a certain topic during the analysis phase of the study. Also, the data collection and analysis phases were largely conducted in parallel due to the fact that several analyses were needed in order to determine what data had to be collected for subsequent parts of the study. The goals, activities and choices made in each phase are covered in the upcoming sections.

Figure 2. Overview of the principal project phases included in the work process, beginning

with the scoping & planning phase, and ending with the discussion & conclusions phase.

2.1.1 Scoping & Planning

The purpose of this phase was to set the general scope of the study and create a detailed plan with a corresponding schedule for how the study would be conducted. In this phase, the purpose of the study, as well as the research questions to be answered in order to fulfill this purpose, were formulated. Decisions about delimitations and areas related to the main topic of the study that were to be excluded from this specific study were also taken. All of these activities were done in cooperation with supervisors at both LTH and AAES PDS through iterative discussions.

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It was decided that the purpose of the study would be achieved through an identification of servitization possibilities in manufacturing firms, as well as an exploration of highly servitized manufacturing firms in order to determine whether or not there appears to be any relations between the market environment they operate in and the services they offer. Since the general topic of this study was provided by AAES PDS, it was also decided in this phase that the insights gained from the previously described part would be applied in the context of AAES PDS in order to assess the possibilities of further servitizing its business. Given the topic and scope of the study, along with the chosen research questions, a research approach and a research strategy were developed.

2.1.1.1 Research Approach

Depending on the goals and characteristics of a study, some research approaches may be better suited than others. In this study, the following four approaches outlined by Höst et. al (2006) were considered:

• Descriptive studies, where the purpose is to describe how something works or is performed.

• Exploratory studies, where the purpose is to reach a deeper understanding of a certain topic.

• Explanatory studies, where the purpose is to analyze causation and explanations about how something works.

• Problem-solving studies, where the purpose is to solve a problem that has been identified.

Given these options and the topic of the study, an explanatory study was initially considered. However, it was instead determined that this study would mainly be conducted as an exploratory study, with some elements of a descriptive one, due to the fact that little or no research had been done on the relations between servitization and market factors previously. Therefore, to build an initial understanding thereof, an exploratory approach was deemed more appropriate – establishing a knowledge base that could be further built upon in the future.

2.1.1.2 Research Strategy

Given the chosen research approach, the next step was to outline the research strategy that would be employed. For this purpose, the following four alternatives proposed by Höst et. al (2006) were considered:

• Surveys, where the goal is to collect information and describe a certain study object or phenomenon.

• Case studies, where the goal is to gain a deeper understanding about a certain topic, by exploring a number of specific cases.

• Experiments, where the goal is to identify factors that affect a certain outcome, and then analyze the effect a certain factor has on the outcome.

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• Action researches, where the goal is to diligently study and document a certain activity with the aim of solving a specific problem.

Given the options provided above, it was decided that the data collection phase of the study would mainly be conducted through case studies of varying depth. In order to be able to properly explore the possibilities of servitization and the relation between services offered by highly servitized manufacturing firms and the market environments in which they operate, it was determined that a series of case studies of highly servitized manufacturing firms would be conducted. In order to then apply the knowledge gained from these case studies, it was decided that a larger case study about AAES PDS would be conducted.

Even though the main structure of this study was fixed in advance of the data collection and analysis, some flexibility was deemed appropriate in order to be able to include interesting aspects discovered throughout the study that had not been considered earlier. Along with this decision, it was also decided that primarily qualitative data would be utilized.

2.1.1.3 Selection of Case Companies

Given the decision to collect data through a series of case studies, it was decided that a thorough selection process of the manufacturing firms to be studied was required.

Broadly speaking, the sampling and selection of objects from a larger dataset in a study can either be be conducted using probability-based or non-probability-based means of selection. When conducting exploratory studies through case studies, non-probability-based means of selection are commonly used since choosing cases that highlight a certain phenomenon may be more useful than randomly choosing cases that may not add any new knowledge to the study (Lekwall & Wahlbin, 2001).

Based on the purpose of the case studies in this study, it was decided that the sampling would be conducted using a non-probability-based means of selection and that the cases would be chosen based on certain criteria in order to increase the likelihood of successfully being able to study the intended topic. Due to the desire to study highly servitized manufacturing firms and to identify these firms in a structured way, it was first decided that the firms chosen should be prominent examples in servitization literature in order to avoid having to randomly research hundreds of manufacturing firms in order to determine which have successfully servitized. Secondly, it was decided that the chosen firms should currently be considered highly servitized and that they have been servitized for a number of years, in order to avoid studying firms that may unsuccessfully have tried servitizing their business. Finally, it was also decided that out of the successfully servitized manufacturing firms identified, the ones having come the farthest towards offering pure services would be the ones considered highly servitized in the context of this study, and therefore be studied further in the aforementioned case studies.

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The number of data points or study objects required in order to achieve the desired outcome in a study can vary greatly depending on the type of study conducted. In the case of exploratory studies using non-probability-based means of selection, a rather small sample size may be sufficient to achieve the desired result since the cases are not chosen at random, but rather strategically to explore or highlight a certain topic (Lekwall & Wahlbin, 2008). As such, it was decided at this point that a relatively small amount of cases would be needed and that the exact amount would be chosen based on how many firms meeting the previously mentioned criteria could be identified.

In practice, the selection of the highly servitized manufacturing firms in this study was achieved through a multi-round process of elimination. First, a number of manufacturing firms were identified via literature and studies relating to the topic of servitization. Out of these, a number of firms were eliminated due to unsuccessfully having tried servitizing their business, or due to having servitized successfully, but since then taken the decision to divest that part of their business. At this point, ten manufacturing firms remained, and a smaller, preliminary case study was conducted about each one in order to map what types of service can be offered, and to determine to what extent each individual firm has servitized its business. Finally, five out the ten firms were chosen for further study due to having taken a significant further step towards offering pure services compared to the other five firms, and as such being considered highly servitized.

2.1.2 Research

The next step of the work process was to research the topic of the study and establish the theoretical frameworks needed to conduct it. For this, an extensive literature review was conducted. The goal of this phase was to gain a deeper understanding of the general topic, identify successfully servitized manufacturing firms and to identify the theoretical frameworks to base the study on. In order to provide answers to the research questions defined in the previous phase of the study, theory relating to both servitization in manufacturing firms and frameworks for analyzing the market environment of a manufacturing firm was needed. The literature review was mainly conducted using LUBSearch and Google Scholar, and the specific selection of articles was made by critically evaluating their credibility through e.g. checking the number of times the articles had been cited and that they had been peer-reviewed.

In order to identify literature and theory relating to servitization, as well as successfully servitized manufacturing firms, the following search terms and permutations and augmentations thereof were used:

• Servitization

• Manufacturing firms • Financial impact

• Product-Service System or PSS • Success factors

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11 • Service trends

• Servitization strategy • Highly servitized

In order to find appropriate frameworks for the analysis of the market environment, the following search terms were used:

• Strategic analysis

• Market analysis framework • External analysis framework • Macro environment

• Macro environmental trends • Customer analysis

• Value proposition • Customer value • Competitive analysis

The search terms used were both based on the authors’ prior knowledge of the topics, as well as on terms identified in literature throughout the literature review.

In addition to the online literature review, physical management books were also used to search for frameworks that could be used for the analysis of the market environment in an industry. The theoretical frameworks chosen for the study are provided in the theory chapter of the report.

2.1.3 Data Collection

The next step of the work process was to gather the data and information needed to analyze the topic of the study. As specified earlier in the report, it was decided in the scoping phase that a number of case studies of highly servitized manufacturing firms, as well as a case study of AAES PDS, would be used as the main research strategy in the study. In order to get a greater variety in terms of the information collected, it was decided that both primary and secondary data sources would be used. It was also decided that multiple methods for data collection would be used in order to increase the validity of the results. As such, it was decided that secondary research, interviews and observations would be used to collect the data needed for the study.

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2.1.3.1 Secondary Research

Part of the information needed for the study was collected using secondary sources. The secondary research conducted in this study had two main purposes. The first purpose was to collect all the information necessary for the case studies of the highly servitized manufacturing firms. The second purpose was to gather information needed for the case study of AAES PDS. For this, both literature and archive studies were conducted. More specifically, literature and archive studies were used to collect information about the following.

• How the manufacturing firms identified in the research phase have servitized. • Characteristics of the market environments of highly servitized manufacturing firms. • What macro trends may affect AAES PDS and the PDS industry going forward. • Characteristics of the customers of AAES PDS.

• What the competitive landscape looks like in the PDS industry.

In order to raise the credibility of the study and to minimize the risk of using contaminated or biased data, the secondary sources used were carefully chosen to ensure their credibility. When possible, multiple sources of the same subject were also cross-referenced to further raise the credibility of the information gathered.

2.1.3.2 Interviews

One of the main methods used to collect the desired data for the AAES PDS case study was interviews with personnel working at AAES PDS in Sweden and the Netherlands. According to Höst et. al (2006), interviews can be conducted in multiple ways, for example as:

• Unstructured interviews where open questions are asked, and the interview subject is allowed to speak freely and steer the conversation in unspecified directions.

• Semi-structured interviews where an interview guide is used with questions specified in advance, but where follow-up questions are permitted.

• Structured interviews where the interview is strictly conducted according to a set number of questions, almost resembling a verbal survey.

In this study, it was decided that a semi-structured approach would provide the best chance of generating valuable insights. The goal of all the interviews that were conducted was to gather material that could be used for the case study of AAES PDS. As such, the semi-structured interview format was chosen to allow for the flexibility needed in order to ensure that sufficient amounts of data and information was collected in the interviews. For this, the interview guide (presented in the appendix of the report) outlining the questions that would be asked during the interviews was created.

Due to the fact that one of the supervisors enabled access to AAES PDS’s office in Landskrona in Sweden and that personnel with global key roles in regard to the topics of this study were situated in Landskrona, many of the interviews used for the data collection of the study were conducted at this location. A number of interviews were also conducted at AAES PDS’s office

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in Ede in the Netherlands where a number of interview objects complementing the ones in Landskrona were identified. In order to ensure a deep and nuanced understanding of the topic at hand, a variety of employees within different disciplines were interviewed. The selection of interview objects was made with the rationale that all objects identified as relevant would consequently be interviewed. In short, the predefined goals of these interviews were to:

• Understand what service types are currently offered by AAES PDS, and which ones are not.

• Gain an understanding of the market environment surrounding AAES PDS.

The following AAES PDS employees were identified and interviewed:

Table 1. List of interview subjects at AAES PDS in Sweden and the Netherlands

Name Role Location Date

Niklas Svärd Service and Operation Manager Landskrona, Sweden 2019-03-07 Patrik Lerpard Program Manager Landskrona, Sweden 2019-03-22 Ergin Kulenovic Global Service Director Landskrona, Sweden 2019-04-05 Fredrik Hambert Product Specialist Landskrona, Sweden 2019-04-15 Nicklas Pihl Product Manager Landskrona, Sweden 2019-05-03 Gerrit Westhof Service Sales Director Ede, the Netherlands 2019-05-08 Wim de Bruijn Service Manager Ede, the Netherlands 2019-05-08 Patrick de Wit Sales Manager Ede, the Netherlands 2019-05-08 Ralf de Ruijter Business Unit Manager Ede, the Netherlands 2019-05-08

2.1.3.3 Observations

Observations can be used as a way of studying a certain object in order to increase the understanding of it. Depending on the purpose of the observations, the observer can choose to interact more or less with the object being observed - for example by asking clarifying questions about the activity (Höst et. al, 2006). The purpose of conducting observations in this study was to increase the understanding of how service is currently conducted at AAES PDS and how its underlying products function in order to be able to identify the practical limitations of servitization therein.

In order to achieve this, it was decided that a number of service technicians employed by AAES PDS would be observed while working. In total, six service technicians at six different locations were observed for a total of three days. In order to not affect the results, the

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observations were made with as little interaction as possible with the service technicians - only asking clarifying questions once an activity was completed.

Table 2. List of service technicians that were observed in Sweden and Denmark.

Name Role Location Date

Hans-Göran Svensson Service Technician Halmstad, Sweden 2019-02-05 Brian Pedersen Service Technician Copenhagen, Denmark 2019-02-05 Torbjörn Nyberg Service Technician Göteborg, Sweden 2019-02-06 Kristian Levi Hansen Service Technician Roskilde, Denmark 2019-02-06 Eddie Magnusson Service Technician Malmö, Sweden 2019-02-07 Kaj Thomsen Service Technician Varde, Denmark 2019-02-07

2.1.4 Analysis

Using the collected data, a number of analyses covering different sub-areas of the study were conducted, each one combining new empirics with insights from previous analyses to be able to fulfill the purpose of the study.

First of all, the information collected from the ten preliminary case studies about services offered by successfully servitized manufacturing firms identified in literature was aggregated and summarized as 15 distinct service types offered by servitized manufacturing firms. The results from the previous analysis was then used to compare the degree of servitization of the ten firms in order to select the ones considered to be highly servitized. The services offered by these firms and the market environments they are operating in were then analyzed in order to determine whether there appears to be any relations between the services they are offering and their market environment. Finally, the insights gathered from the previous analysis were then used in order to assess AAES PDS’s possibilities of offering different PSSs given its market environment.

2.1.5 Discussion & Conclusions

At the end of the study, a discussion was held about the contribution of the study along with a discussion about its credibility.

Finally, conclusions of the study were made by answering the study’s research questions, the fulfillment of the purpose of the study was reviewed and future research possibilities were described.

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2.2 Summary of Work Process

To summarize, the work process of this study was divided into five distinct phases as shown in figure 3 below. In the scoping & planning phase, the scope and a project plan were defined through discussions with the project supervisors and AAES PDS personnel. In the research phase, theoretical frameworks to be used in the study were chosen, and a number of successfully servitized manufacturing firms were identified through a literature review. In the data collection phase, secondary research, interviews and observations were used to gather information about the services offered by successfully servitized manufacturing firms, and market environments of highly servitized manufacturing firms, as well as to conduct a case study about AAES PDS. In the analysis phase, the identified service offerings were clustered into groups of distinct service types, highly servitized manufacturing firms were identified, their market environments analyzed, and the relation between the services offered by the highly manufacturing firms and their market environments was analyzed. In this phase, the service possibilities of AAES PDS were also assessed using insights from the other analyses. In the concluding phase, a discussion was held about the study’s contribution and credibility, and conclusions about the findings of the study were listed, along with a review of purpose fulfillment and future research possibilities.

Figure 3. A summary of the methodology employed in this study, including the respective

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2.3 Credibility

Depending on the manner in which a study is conducted, the study can be more or less credible and hence be of greater or lesser value. The credibility of a study can for example be determined by evaluating its validity, reliability and representativeness. In this study, as high credibility as possible was sought and, as such, the three aspects mentioned above and described in the following subsections (based on the definitions provided by Höst et. al (2006)) were constantly kept in mind throughout the study.

2.3.1 Reliability

Reliability refers to how trustworthy and accurate a study is in terms of collected data and analysis. High reliability can be reached through diligent data collection and analysis and presenting the work process in the study makes it easier for the reader of the study to evaluate whether the work is indeed reliable. This also allows for peer reviews with the goal of identifying weaknesses in the work early on (Höst et. al, 2006).

In this study, high reliability was sought by carefully choosing the literature and other sources to base the study on, by interviewing and observing a number of employees with similar roles in order to minimize the effect of subjective opinions and by presenting the results of the study to certain interview subjects to ensure no information was misunderstood.

2.3.2 Validity

Validity refers to the idea of measuring what is supposed to be measured. This can for example be achieved through the process of triangulation. Triangulation refers to usage of multiple methods of collecting data and information about one certain subject or study object in order to make sure that the information gathered using the different methods actually proves to be useful (Höst et. al, 2006).

In this study, triangulation was used when possible, for example by utilizing interviews, observations and secondary research as a basis for the case study about AAES PDS. Additionally, as stated, multiple sources on the same topic were consulted when possible in order to avoid subjective positions or poorly reviewed studies. Furthermore, by selecting case studies of successfully servitized manufacturing firms in a systematic way and eliminating cases deemed irrelevant given the topic of the study, the likelihood of studying the intended phenomenon was increased.

2.3.3 Representativeness

Representativeness deals with whether or not the results in the study are generally applicable. In an optimal scenario, a study can be said to be have high representativeness if new or parallel studies of the same topic using the same methodology yield the same results and outcome (Höst et. al, 2006).

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When using interviews, observations and case studies as a source of knowledge, the extracted information will inevitably depend on the chosen subjects - thereby potentially affecting the representativeness of the data. However, a remedy to this was attempted through the process of triangulation and by cross-referencing information from several different sources when conducting interviews and making observations. Furthermore, by strategically choosing the objects to be studied, by conducting multiple case studies and by basing results in the study on the aggregation of insights from all these case studies, the risk of basing conclusions on insufficient or incorrect data was minimized. Meanwhile, some parts of the study such as the mapping of servitization possibilities is expected to have higher representativeness by nature, since less subjectivity is involved in the identification and description of the service offerings.

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3. Theory

In this chapter the frame of reference used when conducting research for the study is outlined. It consists of four main parts: a discussion about the choice of theory used in the study, theory about servitization options, a framework for the analysis of a company’s market environment, as well as an overarching conceptual framework for investigation, based on the used theory.

3.1 Choice of Theoretical Models

The choice of theoretical models is based on a general idea of what tools will be needed to collect and analyze the gathered data given the context of the problem. Since the purpose of this study is to explore possible relations between the market environments of manufacturing firms and how they decide to servitize, as well as to apply the resulting insights on a manufacturing firm, two types of frameworks are needed: one which facilitates the identification of and distinction between product-service systems, and one which enables systematic investigation of the market environments of manufacturing firms.

While there are a multitude of studies that provide guidance regarding what factors to consider before deciding to servitize, and several different categorizations of servitization options, there is little or no research conducted on the bridging of servitization theory and consideration of market factors in explaining the rationale behind how firms decide to servitize. Furthermore, there is little or no research where servitization theory is combined with a market analysis in order to discuss different ways of servitization in terms of specific service offerings or groups of service offerings, in the context of manufacturing firms. As such, the bridging of this gap in existing theory will be one major objective of this study.

To summarize, the following general frameworks are needed:

• A scientifically well-renowned categorization of servitization options available to manufacturing companies looking to start offering service or expand their current offering. This is needed in order to relate the research in this study to a common language used by the scientific community, as well as to aid in the identification of and distinction between service opportunities by providing a frame of reference of what constitutes product-service systems in the context of manufacturing firms.

• A comprehensive framework allowing systematic and theoretically sound investigation of the market environments of servitized manufacturing firms. Due to the aforementioned lack of literature and studies connecting servitization theory and the consideration of market factors in explaining the rationale behind how firms decide to servitize, there is no existing approach to conduct this kind of investigation. Therefore, such a framework will be created in this study.

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Although there are several options available in literature, the categorization of PSSs used by Neely (2008) is deemed to provide the most extensive coverage of servitization options and will therefore be used as a basis for this study. This categorization is referred to as “The Five Options of Servitization” and entails a grouping of servitization options according to different kinds of PSSs: integration-oriented, product-oriented, service-oriented, use-oriented and result-oriented PSSs. These categories are covered in greater detail in section 3.2.

Figure 4. The principal nomenclature for the five options of servitization, highlighted by

different kinds of product-service systems, as proposed by Neely (2008).

Going over to the framework needed to enable a systematic investigation of the market environments of servitized manufacturing firms, it was deemed appropriate to construct an approach that considers factors relating to both the micro and macro environment of a firm. To this end, an adapted version of the framework for strategic market analysis suggested by Aaker (2010) will be used as a general guideline for the investigation, with customers,

competition and the macro environment being of particular interest. This is appropriate as it

allows for an investigation of how what customers want and need can be used to infer why manufacturing firms offer the PSSs that they do - given the competitive climate and the macro

environment of a given industry. It was considered whether or not to include an analysis of the

role of firms’ internal capabilities and resources in explaining why they have servitized in a certain way. However, since this study aims to investigate whether or not the path of servitization is influenced by more general factors pertaining to any given manufacturing firm, an internal analysis was deemed outside of its scope.

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Figure 5. Overarching framework for external market analysis, adapted from Aaker (2010),

showing how a company’s market environment can be investigated by looking at its customers, competitive climate and the macro environmental trends affecting the industry.

Having established an overarching framework for the investigation of market factors, a more comprehensive collection of tools is needed in order to facilitate the investigation of customers, competition and the macro environment. To this end, a collection of well-established frameworks was identified and chosen based on the guidance that they provide in the investigation of each of the three aforementioned components of the external market analysis. As such, compound analyses based on the ideas communicated by the frameworks outlined below will be used in the investigation, but no explicit application of all the frameworks and their respective components in each case study will be presented, even though this is how the data collection was conducted in reality. This was done in order to facilitate the reader’s understanding of the empirical data collected.

Regarding customers, the viability of any business decision depends on customer needs and wants. As such, the Value Proposition Canvas (VPC), as described by Osterwalder et al (2014), will be used as a guideline in order to map customer needs in a structured manner. These customer needs will later be analyzed in an attempt to uncover one facet of the underlying motivations of manufacturing firms when deciding to servitize in certain ways. The idea is that by considering the match between customer needs and the value provided by the value propositions (PSSs) identified, the rationale of servitizing by providing those PSSs might become clearer.

Under competition, one of the most well-known theoretical frameworks for competitive analysis will be used to guide this part of the study - namely Porter’s Five Forces (1979). The general principles of this framework will be used to understand the different facets of competition and thereby enable investigation of how the competitive climate influences the decisions surrounding servitization.

Finally, to analyze the macro environment affecting a given firm, the PESTEL framework as described by Johnson et. al (2014) will be used as a general guideline. This particular framework is used because it is well-known and provides a comprehensive overview of the driving forces in the macro environment.

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A summary of the overarching framework that is created in order to attempt to explain the rationale behind how firms decide to servitize by systematically investigating the market environments of servitized manufacturing firms is outlined in figure 6:

Figure 6. Complete framework for the external market analysis conducted in this study,

illustrating how the customer-, competition- and macro environmental aspects of a company’s market environment will be investigated using the value proposition canvas, porter’s five forces and the PESTEL framework respectively.

3.2 The Five Options of Servitization

A common language for communicating the findings of this study is needed when mapping service offerings. To this end, rather than creating yet another categorization of options of servitization, the categorization concluded by Neely (2008) will be used as a basis for discussion. His research aimed to investigate the financial consequences of servitization by looking at how manufacturing companies found through the OSIRIS database had servitized. The study found that the companies studied had servitized in 12 different ways in total, of which not all could be consolidated to the commonly used categorization of servitization suggested by e.g. Tukker and Tischner (2006) and Baines et. al (2007). While their studies suggest a division into so-called “Product-Oriented”, “Use-Oriented” and “Result-Oriented” PSSs, Neely (2008) used his findings as a basis for extending this categorization - adding two new categories: “Integration-Oriented” and “Service-Oriented” PSSs.

As such, in this study the added completeness provided by Neely’s extended categorization with five total options of servitization is considered to be more appropriate when attempting to classify the various service offerings identified and will therefore be used as a general framework. The coming sections will utilize the definitions given by Neely (2008) to describe the categorization in depth.

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3.2.1 General Model

As stated, Neely (2008) divides the different ways in which firms can servitize - i.e. expanding their core product offering to include services that complement the product - into five options: Option 1: Integration-Oriented PSS

These types of PSS involve the addition of services by downstream vertical integration. Ownership of the product or asset is transferred to the customer, but the seller integrates vertically in order to provide e.g. financial services, consulting services or transport services. Essentially, integration-oriented PSS can be thought of as products plus services (Neely, 2008).

Option 2: Product-Oriented PSS

In product-oriented PSS ownership of the product is also transferred to the customer like with integration-oriented PSS, but additional services that directly relate to the product are provided. This may be in the form of installation and implementation services, maintenance and support services or consulting services that help customers optimize the application of a product through training. As such, the services provided can be considered an integral part of the product offering that aim to guarantee functionality and durability of the product (Baines et. al, 2007; Neely, 2008).

Option 3: Service-Oriented PSS

In the previous two types of PSS the addition of services has been separate from the product itself. In the case of service-oriented PSS, the service is incorporated into the product. Although ownership of the product is still transferred to the customer, additional value-adding services are offered as an important part of the offering. This may be in the form of Health Usage Monitoring Systems and Intelligent Vehicle Health Management. As such, this option of servitization is the first that involves a coupled product and service, as opposed to the previously mentioned “product plus service” option (Neely, 2008).

Option 4: Use-Oriented PSS

This type of PSS shifts focus to the service, which is delivered through products. At this stage, ownership of the product is usually retained by the service provider, who instead sells the use or availability of the product. As such, the company aims to create a PSS to maximize the use and life of the product. The actual sale of the product may occur via modified distribution and payment systems such as sharing, pooling and leasing (Baines et. al, 2007; Neely, 2008).

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24 Option 5: Result-Oriented PSS

In the final option of servitization, complete abolishment of the need to own a product is sought by providing a service. Essentially, this entails selling a result or capability instead of a product. Baines et. al (2007) states the replacement of directories with web information or the sale of laundered clothes instead of washing machines as examples of result-oriented PSS. Thus, ownership is maintained by the service provider and the customer only pays for the provision of agreed results (Baines et. al, 2007; Neely, 2008).

By the definitions of the five options of servitization above, it becomes evident how the different options can be ordered along the product-service continuum. This is shown in figure 7.

Figure 7. The five options of servitization in relation to the product-service continuum, showing

how integration-oriented PSSs compose an offering that can be categorized as a “product plus service”-offering, whereas a distinction between the product and the service becomes increasingly difficult to make as a movement along the continuum is made - ending up with result-oriented PSSs, where the results produced by a product are sold as a service.

3.2.2 Application of the Model

In this study, the categorization outlined by Neely (2008) will be used as a frame of reference for the identification of service offerings in manufacturing firms. As such, it will be used in order to classify the different service offerings - thereby also facilitating the process of differentiating between offerings and communicating them in a consistent manner. That is, by serving as objective criteria of what constitutes a service offering in extension to a product - the options give an idea of what to look for in an unbiased manner. As such, if an offering is identified that can be classified within one of the five options of servitization, that offering will be included in the study.

Figure

Figure 2. Overview of the principal project phases included in the work process, beginning
Table 1. List of interview subjects at AAES PDS in Sweden and the Netherlands
Table 2. List of service technicians that were observed in Sweden and Denmark.
Figure  3.  A  summary  of  the  methodology  employed  in  this  study,  including  the  respective
+7

References

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